HOW TO CREATE A SUPERLATIVE PASSENGER EXPERIENCE. 5 lessons from the w orld’s best airports TRAVELLING THROUGH SEOUL INCHEON IS A TRULY MEMORABLE EXPERIENCE A NORMAL TRANSIT VIA SINGAPORE CHANGI AIRPORT FEATURES A STOP AT… …THE CARP POND, BUTTERFLY GARDEN, SLIDE IN T3 OR AIRPORT CINEMA… EACH WASHROOM AT DELHI AIRPORT IS DECORATED WITH A DIFFERENT PICTURE SHOWCASING TRADITIONNAL CLOTHING FROM DIFFERENT REGIONS OF INDIA SADLY THESE AIRPORTS ARE STILL THE EXCEPTION; MOST ONLY PROVIDE AN AVERAGE EXPERIENCE AN AVERAGE EXPERIENCE ONLY MAKES PASSENGERS WANT TO ESCAPE FASTER A SUPERLATIVE EXPERIENCE MAKES PASSENGERS WANT TO GET TO THE AIRPORT EARLIER A great airport is a successful people business A great airport is a successful people business But most of the passenger experience is not about people skills LET THE WORLD’ S BEST AIRPORTS TEACH YOU HOW TO CREATE A SUPERLATIVE PASSENGER EXPERIENCE. LESSON # 1 MAKE THE AIRPORT A GREAT PLACE TO SPEND TIME. THE EQUATION IS SIMPLE: PASSENGERS WHO SPEND MORE TIME AT YOUR AIRPORT THE EQUATION IS SIMPLE: PASSENGERS WHO SPEND MORE TIME AT YOUR AIRPORT SPEND MORE AT YOUR AIRPORT RESEARCH SHOWS THAT PASSENGERS WHO SPEND 120 MINUTES AT THE AIRPORT SPEND RESEARCH SHOWS THAT PASSENGERS WHO 1.5 TIMES MORE IN RESTAURANTS SPEND 120 MINUTES AT THE AIRPORT SPEND RESEARCH SHOWS THAT PASSENGERS WHO 1.5 TIMES MORE IN RESTAURANTS SPEND 120 MINUTES AT THE AIRPORT SPEND 3 TIMES MORE IN SHOPS THAN PASSENGERS WHO SPEND 40 MIN. AT THE AIRPORT TO INCREASE DWELL TIME THE BEST AIRPORTS CREATE AN ATMOSPHERE THAT RELAXES PASSENGERS Seoul Incheon Nagoya TO INCREASE DWELL TIME THE BEST AIRPORTS CREATE AN ATMOSPHERE THAT GENERATES GOOD FEELING Singapore Changi Durban King Shaka TO INCREASE DWELL TIME THE BEST AIRPORTS CREATE AN ATMOSPHERE THAT PROMOTES THE AIRPORT AS A DESTINATION Toronto Pearson 19 Is your airport a great place to just hang out? LESSON # 2 QUEUES ARE BAD BUT IF YOU ONLY FOCUS ON QUEUES YOU WILL NEVER BE GREAT. THE BEST AIRPORT PROCESSES AREN’ T NOTICED BY PASSENGERS Does your airport show your passengers a heartfelt w elcome? 22 LESSON # 3 GET THE BASICS RIGHT FIRST THEN FOCUS ON BEING SPECIAL. START BY FOCUSING ON GLOBAL INFLUENCING FACTORS Cleanliness Global influencing factors Ambience, Washrooms by THEN MAKE SURE BASIC PROCESSES ARE WELL MANAGED Cleanliness Global influencing factors Ambience, Washrooms Basic airport processes Comfortable w aiting areas Staff courtesy and efficiency Ease of finding your w ay FIDS Restaurants Parking Security check Passport check Check-in by THEN ADD EXTRA SERVICES AND DIVERSIONS Cleanliness Global influencing factors Wifi/internet access Business lounges Value for money Customs Services and Diversions Ambience, Washrooms Shopping Baggage carts Baggage delivery Walking distances Basic airport processes Comfortable w aiting areas Staff courtesy and efficiency Ease of finding your w ay FIDS Restaurants Parking Security check Passport check Check-in by Neat and tidy airport. 27 Neat and tidy experience. Does your airport w ow passengers? 28 Does your airport w ow passengers? Create the w ow factor ATTENTION TO DETAIL MEANS EVERYTHING Singapore Terminal 2 Cleaning team cleaning the star on the top of their 7m high Christmas tree. Do you pay enough attention to detail to be great? Singapore Changi LESSON # 4 MAKE WAYFINDING EASY. KEEP STRESS LEVELS LOW. AVOID INFORMATION OVERLOAD DON’ T USE SIGNAGE AS DECORATION Chicago O’ Hare PRIORITIZE CLEAR, VISIBLE SIGNAGE AND LONG LINES OF SIGHT – MINIMIZE VISUAL POLLUTION Delhi Keep signage to the minimum Have you stopped being able to see the clutter in your airport? LESSON # 5 SHOW THAT YOU CARE. DO YOU SHOW PASSENGERS HOW MUCH YOU CARE? Beijing Contents KEY TAKEAWAYS. A GREAT AIRPORT IS A SUCCESSFUL PEOPLE BUSINESS But most of the passenger experience is not about people skills • Make the airport a great place to spend time • Queues are bad, but if you focus only on queues, you’ll never be great • Get the basics right first, then focus on being special • Make it easy. Keep passenger stress levels low • Show that you care To improve service quality, you need to find new ways to get the most out of existing facilities and resources Limited resources Ageing infrastructure Regulatory constraints Tight budgets 3rd party suppliers Increasing traffic What’s holding you back? DKMA Airport Quality Advisory helps airport managers maximise customer satisfaction levels 1. 2. 3. DETAILED AIRPORT ASSESSMENTS KEY ISSUES AUDITS & SURVEYS ADVICE TO DESIGN & IMPLEMENT SOLUTIONS Identify key issues Optimise service delivery in the short / medium term WANT TO MAXIMISE SATISFACTION LEVELS AT YOUR AIRPORT? PHONE: + 41 22 354 07 54 E-MAIL: [email protected] WWW.DKMA.COM